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How GEICO use the principle of concreteness to make memorable ads
Manage episode 478778051 series 3438351
GEICO have created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable?
In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.
65 episodes
How GEICO use the principle of concreteness to make memorable ads
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Manage episode 478778051 series 3438351
GEICO have created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable?
In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.
65 episodes
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